INVIDI Technologies, widely recognized as a pioneer in addressable advertising, has unveiled a major technological breakthrough that promises to dramatically reduce the cost of delivering targeted advertising during Internet delivered live television events. The company introduced its new solution, INVIDI Fuse, positioning it as a transformative alternative to traditional server side ad insertion models that have long been hindered by steep and unpredictable cost structures during peak viewership moments such as live sports and entertainment broadcasts.
For decades, the economics of personalized advertising on live television have been restricted by infrastructure expense rather than demand. As audiences surge for high profile events, server costs associated with conventional server side ad insertion scale upward sharply, wiping out margins for networks, broadcasters, and streaming platforms. INVIDI said that these challenges have prevented many providers from fully embracing addressable advertising in live environments despite the high value of premium audience targeting.
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INVIDI Fuse uses an innovative client side manifest manipulation approach that reverses the traditional cost model. Instead of relying on infrastructure scaled in real time proportional to audience traffic, INVIDI Fuse maintains flat cloud delivery costs regardless of the number of viewers. The company stated that this architectural shift makes it possible to introduce precision targeted ads during large scale live events without incurring runaway operational expense, creating a path toward profitable execution for broadcasters and advertisers alike.
“Until now, the cost of technology has been the single biggest barrier to scalable addressable advertising on live TV,” said Prasad Sanagavarapu, Chief Operating Officer of INVIDI. “INVIDI Fuse shatters that barrier. We are enabling our clients to finally unlock the premium value of their live inventory, dramatically improve their margins, and offer advertisers precision targeting at a scale that was previously unimaginable. The market response has been overwhelmingly positive.”
The company highlights several core advantages of INVIDI Fuse, including sharply reduced cloud and content delivery network expenditures, unlimited scalability that removes technical constraints during peak audience volume, and simplified operations using a single advertising manifest rather than multi stream server side asset creation. These efficiencies are designed to support more modern monetization strategies as broadcasters accelerate their digital advertising transformation.
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INVIDI Fuse integrates with the company’s broader ecosystem, including INVIDI Conexus for consolidated management and INVIDI Pulse for optimization across direct and programmatic channels. The system supports delivery across major hardware and distribution environments, including Android TV, connected TV devices, satellite, terrestrial transmission, and Internet delivered broadcast.
The introduction of INVIDI Fuse marks a significant step forward for companies seeking to modernize live advertising infrastructure while expanding the real world application of addressable advertising. As competition intensifies across streaming and broadcast television, the ability to execute precise targeting and maintain profitability during peak demand events is expected to become a defining competitive advantage. Industry observers say this innovation could accelerate a shift toward advertising models that blend broadcast scale with digital style personalization, reshaping revenue strategies across global media markets.
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